My strategic group map of energy drinks, sports drink and vitamin enhanced beverage industry is categorized by considering the scope of geographic distribution of producers and brand portfolio. Pepsi and Coca-Cola are positioned favorably since they compete internationally and have a strong brand portfolio. Hansen Natural is a dominant brand company since Monster energy drink accounts for 90 percent of its sales. The success of this company is mainly contributed by strong supply chain due to its partnership with Coca-Cola and Anheurser-Busch distributions. Rockstar Inc is also successful in this map since it has a strong distribution chain offered by Pepsi. However, Dream Water and Living Essentials are positioned poorly in this map since their distributions are only regionally located and they only offer a single brand.
Several key success factors determine the success of alternative beverage producers.